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Exploring Customers’ Experiences of Service Co-Recovery

Author

Listed:
  • Bård Tronvoll

    (Inland Norway University of Applied Sciences, 2418 Elverum, Norway; Karlstad University, CTF Service Research Center, 651 88 Karlstad, Sweden;)

  • Bo Edvardsson

    (Inland Norway University of Applied Sciences, 2418 Elverum, Norway; Karlstad University, CTF Service Research Center, 651 88 Karlstad, Sweden;)

Abstract

The occurrence of a service recovery situation shows that the intended service exchange has failed because resource integration has failed. In the co-recovery process, multiple actors (including the customer) interact to cocreate a favorable customer experience following this service failure. The aim of this paper is to extend an existing understanding of the activities and interactions that serve as resource integration drivers in customer co-recovery experiences. The article explores recovery situations in an interview-based empirical study. Based on the findings, the study develops an empirically derived model (5C), identifying and defining drivers of customer co-recovery and suggesting how firms should engage customers and other actors in the process. To heighten the practical implications, the study conceptualizes the customer recovery process by suggesting a “wheel of customer co-recovery” model. Overall, the article contributes to a deeper understanding of service recovery and the drivers of customers’ experiences of service co-recovery.

Suggested Citation

  • Bård Tronvoll & Bo Edvardsson, 2019. "Exploring Customers’ Experiences of Service Co-Recovery," Service Science, INFORMS, vol. 11(3), pages 189-200, October.
    • Handle: RePEc:inm:orserv:v:11:y:2019:i:3:p:189-200
    DOI: 10.1287/serv.2019.0246
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    References listed on IDEAS

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    1. Park, Joohyung & Ha, Sejin, 2016. "Co-creation of service recovery: Utilitarian and hedonic value and post-recovery responses," Journal of Retailing and Consumer Services, Elsevier, vol. 28(C), pages 310-316.
    2. Hazée, Simon & Van Vaerenbergh, Yves & Armirotto, Vincent, 2017. "Co-creating service recovery after service failure: The role of brand equity," Journal of Business Research, Elsevier, vol. 74(C), pages 101-109.
    3. Lastner, Matthew M. & Folse, Judith Anne Garretson & Mangus, Stephanie M. & Fennell, Patrick, 2016. "The road to recovery: Overcoming service failures through positive emotions," Journal of Business Research, Elsevier, vol. 69(10), pages 4278-4286.
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